The Story: The University of Southampton has been at the forefront of cancer immunology research for over 50 years. The continuation of this ground-breaking immunology research has only been possible thanks to the development of the Centre for Cancer Immunology which opened in 2018 and is based at Southampton’s General Hospital. It is the UK’s first research Centre dedicated to cancer immunology research which is fully funded by philanthropy. The Cancer Immunology Fund was created as an unrestricted funding pot to ensure that the Centre can continue its pivotal role in the fight against cancer.
The Story: The University of Southampton has been at the forefront of cancer immunology research for over 50 years. The continuation of this ground-breaking immunology research has only been possible thanks to the development of the Centre for Cancer Immunology which opened in 2018 and is based at Southampton’s General Hospital. It is the UK’s first research Centre dedicated to cancer immunology research which is fully funded by philanthropy. The Cancer Immunology Fund was created as an unrestricted funding pot to ensure that the Centre can continue its pivotal role in the fight against cancer.
The Brief: We have been working with the University since 2016 when we partnered on the series of capital appeals for the creation of the Centre, ahead of it’s opening in 2018.
The main objective of this campaign in July 2022 was to request gifts from donors who have previously given a gift/gifts to the Cancer Immunology Fund or the Centre for Cancer Immunology.
Our Response: Carrying through the familiar and prominent ‘Cancer Wasn’t Expecting…’ messaging from previous communications, we continued the conversation and capitalised on recognition. Furthermore, our messaging highlighted the positive steps forward that continue with people’s support. We changed the tense from past ‘wasn’t’ to present ‘isn’t’, to feel more active and urgent.
The pack recognised the previous generosity of donors to supporting Cancer Immunology but impressed the urgent need for continued/reaffirmed support due to drop in broader funding for cancer research during the pandemic.
Results: Our DM pack generated a 12% response rate (target was 5.1%) and more than double the income target, raising nearly £39,000 from approx. 420 donors.
Inspiring Continued Support